In the past kids were used to play with the old and original Lego bricks. But kids nowadays don't seem to be very interested at all in the physical Lego world. They start to play with items like the iPod, iPad and loads of different tablets. "How can Lego even compete with these online platforms" is the question Lego's marketing director David Gram keeps asking himself.

"Kids are moving digital platforms earlier," acknowledges David Gram, "They are growing up in ways we cannot even imagine."

"WE WISH WE INVENTED MINECRAFT"

Obviously, Gram says, They were inspired by Minecraft and knew that they could learn from it. "Minecraft is digital Lego," he says. "We only wish we had invented it."